e-Commerce, by Laudon, Traver 7th edition (2011)
ISBN 0136091199 Pearson Prentice Hall
eMarketing… The Essential Guide to Online Marketing
Rob Stokes and the Minds of Quirk
Flatworld Knowledge --available in pdf format free online
The Online Advertising Playbook (ISBN 978047005105-4), published by Wiley, written by: Plummer, Rappaport, Hall, Barocci -2007 (Available through Amazon).
Yahoo! Web Style Guide, by Chris Barr (available through Amazon)
“The Shallows--What the Internet is doing to our brains" by Nicholas Carr (isbn 978-0-393-33975-8), nominated for a Pulitzer.
"Wired for Thought" by Jeffrey Stibel.
Here is an interesting upcoming event:Please join us on Thursday, January 19, at 1 pm ET for a free eMarketer webinar, Measuring Social Media Success, featuring eMarketer Principal Analyst Debra Aho Williamson.
ReplyDeleteCounting "likes" and followers is not the best way to measure success in social media marketing. Yet these metrics are often the top benchmarks for performance. It's not surprising, then, that marketers consider calculating return on investment to be the top challenge of using social media, and that a majority of them believe they cannot measure social media campaigns effectively.
Join Debra as she addresses the following key questions:
Why is it important for marketers to get social media measurement right?
Why do marketers believe effective measurement is a challenge?
What metrics do marketers pay attention to to determine social media marketing success?
How can marketers focus on the metrics that matter to their business?
Another good article:
ReplyDeleteCMO.com Top 10 Insights January 11-18, 2012
The week's must-read articles, reports, and interviews.
In This Issue
More than six months ago, ICANN approved a plan to allow for the creation of generic top-level domains. Tomorrow, despite opposition from the ANA and FTC, among others, the program launches. But there's nothing to fear except missing out on being part of an Internet game-changer, says Adrian Kinderis, CEO of ARI Registry Services, in the CMO.com exclusive article "Domain Opportunity Awaits CMO Trailblazers." He writes: "This is not a wait-and-see opportunity. . .Where is the intestinal fortitude that enabled you to build your brand in the first place?" Read on for Kinderis' timely point of view. Also among our articles: 32 marketing pros weigh in on the marketing industry's coming 12 months; the art and science of crafting a global marketing campaign; and eight examples of successful marketing partnerships. Finally, read our latest "Need To Know," "Ask The Headhunter," and "Brand Activator" blogs.
Until next week,
ReplyDeleteThe Editors of CMO.com
Top 10 Stories
Top-Level Domain Opportunity Awaits CMO Trailblazers (CMO.com)
With the three-month application window for new TLDs opening Thursday, CMOs have the chance to participate in a unique online marketing opportunity. But do they have the guts to try?
Digital Marketing In 2012: Predictions From 32 Industry Luminaries (CMO.com)
CMO.com turned to its array of contributors, colleagues, and staff and asked them what they envision the new year will bring for the digital marketing world. From new shopping behavior, to making sense of big data, to social TV and a mobile majority, their range of answers is staggering.
Global Positioning: The Promise--And Pain--Of Multigeography Marketing (CMO.com)
The starting place for any global campaign is the message--that big idea capable of spanning media, geography, and customer segment. But crafting a position that is at once simple and resonant isn't easy; it's equal parts art and science.
8 Marketing Partnerships That Succeeded (iMedia Connection)
As these examples show, marketing co-operations can be powerful tools for companies looking to expand their digital horizons--providing businesses stay flexible and open to companies with which they might align.
In Hollywood's Clubby Culture, A Disney Marketer's Rapid Downfall (NYTimes.com)
Despite successful ad campaigns for films like "The Muppets" and "The Help," M T Carney, Walt Disney Studios' president of movie marketing, never found her footing.
The Leadership Resolutions That Work Best (Harvard Business Review)
Many resolutions work better in pairs--diet and exercise, for example. The same is true in developing your leadership skills. Following are pairs that, you'll notice, combine some kind of technical expertise with an interpersonal skill.
These Famous Brands Will Disappear In 2012 (Business Insider)
Kodak has been in trouble for years, of course, but it was intriguing that a survey about corporate reputations signaled the company's potential end before its lawyers did. So what other brands could be on the brink, and why?
A Star Is Born: Digital-Video Advertising Ready To Roll (CMO.com)
Representing the fastest-growing Internet ad format, marketers' enthusiasm about digital-video advertising is easy to understand. But as with any medium, video advertising is not without its challenges. This article provides an overview of the digital-advertising landscape.
Web Advertising's Master Auctioneers (Fortune)
Upstart AppNexus is holding its own with heavy hitters like Google in a booming field for online ads--the real-time auction. "AppNexus has taken a really interesting approach to this business," says one exec.
Report: Consumer Media Usage Across TV, Online, Mobile And Social (Nielsenwire)
Among the findings from Nielsen's State of the Media: Consumer Usage Report: Nearly four in five active Internet users visit social networks and blogs, and 51% of consumers are OK with advertising on their devices if it means they can access content for free.
Prof, i have my blog at: http://ravibook.tumblr.com/ - how do i link it to this class blog.
ReplyDeleteLet me check it out. This is a learning experience for all of us!
ReplyDeleteFor those of you wanting to know exactly what we will get out of this blogging exercise, I ask you to learn from the experience and just see how it evolves. Companies today no longer just send press releases on PR wire, but use blogs. How do they work? How do people connect with blogs? Is it effective? For our class, we could just send emails, but that could be annoying. So much of marketing is throwing darts, and when you get a bullseye, you try to replicate that throw. It rarely works! So use this blog post to have dialog about blogging. Share experiences about what works and doesn't. One of our top scientists at Yahoo! published a book last year "Everything is obvious once you know the answer" (Duncan Watts).
ReplyDeleteMy hardest challenge getting my PhD was coming from a business background where I had my to-dos, and systematically knocked them off. Others in my class came from backgrounds like counseling where listening is doing. I wanted a plan to compete my degree in 3 years, picking my topic when I joined. My advisors said "then you will never allow for what you don't yet know to shape your program". They were right!
Maybe we will find we hate blogging.
Does anyone still need a non-profit for the Google challenge? I have a good one that is about education.
ReplyDeleteEverything Is Obvious: *Once You Know the Answer [Hardcover]
ReplyDeleteDuncan J. Watts (Author)
4.0 out of 5 stars See all reviews (54 customer reviews) | Like (64)
List Price: $26.00
Price: $17.16 & eligible for FREE Super Saver Shipping on orders over $25. Details
You Save: $8.84 (34%)
Hi Prof
ReplyDeleteMy blog is at "insights2mktg.tumblr.com". Created account on intensedebate.com. However having a hard time to link this blog to the rest. Will keep trying.
Also, can you please send details on the non profit for Google Challenge. Would like to check it out. My email id is psnagaraja@scu.edu.
Thanks
Padma
The link to my blog is: http://mktg592melodie.blogspot.com
ReplyDeleteRe/Installing intense2debate is really frustrating. After I installed it the first time, nothing showed up, so I assumed it did not go right. I have since been trying to uninstall it and re-install again and the process is the most convoluted I have seen. intensedebate expects us to cut and paste some html code between the 2 sites to do this. I would have expected this process to be transparent to the end user. Not a good idea. Bottom line, I am still not done with this step. Anyone else has succeeded in doing this?
ReplyDeletePadma
I rolled WordPress, which has IntenseDebate built-in by default. Check it out - WordPress is apparently also one of the better blogging tools out there.
DeleteSo have you linked these? Can you? What do you like about WordPress? I like it for a data--driven website solution.
DeleteI highly recommend Google+ and advise against Twitter for this class. I've read some great blog-length entries on Google+, in addition to more short-form posts/links like I would find on Twitter. Plus, I think the ability to create a circle that is just for this class would be tremendously useful, as new posts/comments would appear in my default stream as well as in my class circle. (We'd also be able to use the great threaded commenting system in G+)
DeleteI know you can do similar grouping/following with Twitter, but I think the character limit creates some serious limitations on what content is shared, and how we think about our messaging (ie, the headline is all that matters). One of the metaphors I've heard is that Twitter is for gut-reaction, in-the-now thought-sharing, whereas blogs (and I would say Google+ now) are much more open geared towards contemplative, long-form narratives. In other words - I feel like Twitter is something you skim through on your phone, whereas a blog is something you'd really prefer to get comfortable and read on an iPad or computer.
This commenting application is...kind of awful. I wrote the above in response to the below post by the Prof, and an entirely DIFFERENT response to the question above (which is now lost). Also, why the heck do I need to fill out a Captcha human verification thing before I can publish my comment?? That's, literally, insane!
DeleteHi Alex
DeleteThis did not work for me. I created a blog on wordpress. It asked me to download intensedebate plugin and then upload it to wp-content/plugins. However there are no instructions on how to ftp or upload this directory onto the blog. After circling around between the 2 sites, I eventually gave up due to the obscure instructions. :-(.
I am guessing you probably have some premium version of wordpress with this plugin already installed.
Thanks for the info though,
Padma
Wow, really? I'm using the basic, free version of WordPress - maybe it's due to the theme I'm using, then? In any case, I'm definitely getting threaded comments on my WordPress blog.
DeleteSo after you created a blog on WP you could see "Plugins" on your admin panel? Maybe I can check with you tomorrow.
DeleteDo you stay on your blog site to see the comments or do u have to be on intensedebate? You are able to see these comments on your WP blog site?
Neat...OH, BTW, totally agree on the human verification stuff...u nailed it..totally insane !!
Padma
This comment has been removed by the author.
ReplyDeleteMy blog, GENIUSES AND BOZOS, is at http://alexjukl.wordpress.com/. Still have to set up friendfeed.
ReplyDeleteGood articles
ReplyDeleteCurious Consumers Begin Scanning QR Codes
Most people may still not know what a QR code is called, but they do tend to know what they do. And half of smartphone users have scanned one—though most often out of pure curiosity. Full Article
Read More
Share this:.
. . .
The Ultimate Email Marketing Guide: Event-Triggered Alerts
Discover how InterContinental Hotels Group (IHG) increased customer engagement and program performance with relevant and timely email alerts. Learn the strategies for implementing, testing and optimizing effective triggered-alerts that can generate 2X to 6X lift in list performance. Download Now!
Contextually Relevant Mobile Ads See Impressive Clickthrough Rates
Brand advertisers have long sought contextually relevant ad placements to maintain brand integrity and approximate their target audience through content interests. Not surprisingly, editorially aligned online display ads outperform their noncontextual counterparts—and on mobile, ad clickthrough rates can skyrocket. Full Article
So by now many of you have created accounts on Blogger, Friendfeed and Tumbler...how are htey alike, how are they different? Are they redundant? Will one serve everyone's needs? Which would be the best for a class postings? This is a hands on project to learn about social media. We deliberately didn't use Twitter, though we will evaluate that and Google+ later.
ReplyDeleteI have just created the new account on Blogger and it was done in 3 steps! however Tumbler need more steps...
ReplyDeleteIn regards to questions the Prof asked last Wed. regarding online marketing with constrained budgets...
ReplyDeleteAffiliate networks like the Google Affiliate Network and Commission Junction are great for pay-per-performance marketing with fixed CPA but have drawbacks. Minimum monthly commitments may be more, as a percentage of your budget, than you want to spend. GAN and CJ seem to drive most of their traffic through sites that involve discounts of one kind or another; good for revenue but not necessarily profit. These sites might also be used by your retail partners, so there is a potential for channel conflict.
Does anyone have suggestions for affiliate networks that are:
1) commission-based,
2) that have a large network,
3) that have more of an emphasis on what Google calls community & content (e.g. bloggers),
4) and that have less of a monthly minimum commitment.
Thanks!
I have my blog at http://suman-marketing.blogspot.com/. Like many others, I also installed, uninstalled and re-installed intensedebate. But I don't see any difference in the "comment" section. So, it probably didn't work.
ReplyDeleteI also created an account on FriendFeed and am following the "lbsinternetmarketing0809" group. I think we were asked to be part of it...faintly remember reading it in syllabus/angel.
FriendFeed seems to be a good tool where everyone can get updates once a new blog is added by anyone in the group. But I havent figured out how to create a group there. If we can create a group on FriendFeed and if we all subscribe to that group, then perhaps things will be a lot smoother.
here is my blogspot. http://kameshchivukula.blogspot.com.
ReplyDeleteDo we have to register this blogspot to get notificiations/comments posted on the blog? b'cos i don't see any notifications for the comments posted on the blog.
What a timely case analysis (Pirate Bay )! Yesterday night started noticing blog sites blacking out with statements against SOPA/PIPA. At first I was not clear what this was about and was actually thinking that perhaps I had triggered some virus. This morning went to google and it was blacked out too, as had wikipedia and many other blog sites.
ReplyDeleteOn the surface I had actually reasoned that this was a good thing and something that everyone would support. Who would not like stricter laws for online piracy? Turns out many are opposed because they believe that these laws will have a greater spill over act on legit sites impacting freedom of expression. So in effect rather live with online piracy than have some laws restricting freedom of expression.
However as the case points out, streaming technology is causing decline in online piracy. Is the bottom line then, "if technology created a problem, leave it to technology to solve it too on its own" ??
Padma
Next Monday I'd like to talk about the Internet Copyright issues and pending legislation. Here's a good article setting the framework.
ReplyDeletehttp://www.detroitnews.com/article/20120117/METRO/201170352/1022/rss10
Note that several sites are "dark" today to protest.
In case anyone is interested here is a link from Google to sign a petition to "end piracy, not liberty"
Deletehttps://www.google.com/landing/takeaction/
Here's an interesting article on SOPA that mentions The Pirate Bay: http://money.cnn.com/2012/01/17/technology/sopa_explained/index.htm
DeleteReach and Influence Customers and Prospects Online, Offline... Everywhere
ReplyDeletePeople aren't waiting by the TV, mailbox or phone for you to reach them. They're finding all the information they need themselves. They're searching the Web, reading the news, and asking questions on social networks. Vocus helps you connect with them in all of those places and turn them into customers.
Engage and attract customers through social media and easy online content
Find and connect with crucial influencers through our 1.4 million–record database
Track and record your interactions, tweets, emails and media mentions
Analyze your results with quick and easy reporting
Take a free online demo and see for yourself. We'll send you an iPod Shuffle® when you're done to say thanks.*
Request Demo
Vocus is to media as Google is to the Internet.
– Daniel Helfman, Director of Media, Jason's Deli
Organizations relying on Vocus include Southwest, Aramark and Volvo.
This needs lot of customization for News Distribution, Monitoring and Analytics. not sure Vocus could really scale with limited expertise in different areas.
DeleteI created a public group on FriendFeed for us. Please join.
ReplyDeletehttp://friendfeed.com/scu-internetmarketing-winter2012
And here is my first article:
"How to Connect Blogger with FriendFeed" - http://suman-marketing.blogspot.com/
And of course, please feel free to comment.
Hi Suman
DeleteI have joined this group and added a test post. I still dont know how to link my blog here. I guess it will become clear as we move through this exercise.
Thanks
Padma
Nice, Padma. I see you have subscribed to the group on friendfeed.
DeleteDid you go through the 10 steps that I have listed in my blog article? If you do that you can link your blog to friendfeed.
Suman
http://www.reuters.com/article/2012/01/20/us-megaupload-piracy-idUSTRE80J08420120120
ReplyDeleteProf, I have created an account on tumblr but I am having a hard time connecting it to Intensedebate account.
ReplyDeletehttp://articles.economictimes.indiatimes.com/2012-01-21/news/30650750_1_ad-spending-advertising-spending-david-hallerman
ReplyDeleteInteresting info, honestly I am a little surprised this has not happened sooner based on how poorly newspapers have been doing around the country.
DeleteHere is an interesting piece from the LA Times about Microsoft, Yahoo, and AOL teaming up for online advertising giving each of the companies the rights to sell each other's excess add space . . . trying to keep up with Google, Facebook, etc.
http://latimesblogs.latimes.com/technology/2011/11/microsoft-aol-and-yahoo-team-up-in-online-ad-deal-.html
Inspired by our presentation on Groupon today, here's a site I thought may be of interest to some of you: http://scoutmob.com/
ReplyDeleteI use the mobile app all the time and find its benefits more valuable than other deal sites. Users do not need to purchase anything in advance. You pay the business directly when you use the deal. Typically deals are 50% off but they sometimes even offer 100% off (I guess just to get you in the door). They aren't in the South Bay yet but are in SF. I'm not sure what their business model is as I haven't looked into it much but I love this app!
The Groupon management utility I use is www.citypockets.com. It is a great utility that will save you a lot of time and confusion. They have a mobile app that syncs with their website. Disclaimer: I am a little bitter about the company as I had a startup competing directly with this company but I stopped as they launched before me. :)
ReplyDeleteSpencer Hsu
Thanks for sharing. Will install!
DeleteHere is an interesting article on HTML5 security issues. . . a lot of experts are concerned that many of the new feature can be used to attack users.
ReplyDeletehttp://www.networkworld.com/news/2010/082010-html5-raises-new-security.html
Didn't get a chance to mention in class...
ReplyDeleteLast quarter I did a project on Netflix for Prof. Mank's MGMT 524 with Suman and Jason. We calculated Netflix's arc price elasticity from Q2 to Q3 as -0.33. I included some numbers below so people can double check my math and/or suggest better approaches. I wasn't sure how to get the increase in price exactly (I would have expected it to be larger).
Ave. price
Q2
$11.03 = $769,714/23,263 = revenue / ending total # of paid customers
Q3
$11.66 = $799,152/22,843
ave. P = $11.35
ave. Q = 23,053
arc elasticity:
-0.33 = -0.018/0.056
I got my numbers from: http://ir.netflix.com/common/download/download.cfm?companyid=NFLX&fileid=511280&filekey=3ce0bb4e-2785-4491-afae-824b7fc9d43f&filename=Q3_11_Financials_Statements.xls
Not sure I'm still supposed to post here but I thought this was interesting: http://online.wsj.com/article/SB10001424052970203920204577193361056850828.html?mod=ITP_marketplace_1
ReplyDeleteFacebook has 27% of display ad market share, ahead of Google (5%) and Yahoo (11%). The revenue projections for Facebook are also interesting (is there anyone in the class who remembers the discussions about Facebook in Bruno's M566 last quarter?).